Dr Witt to be re-branded following takeover by Agros Nova

The details of the transaction were not revealed, but Agros Nova president Robert Niewiadomski stated, "We consider it an attractive investment. It has a chance to repay itself within six months." The rights to the brand which Agros Nova obtained are exclusive and unlimited, which means that the Dr Witt group will have to change its name. Agros Nova intends to target foreign markets, mainly Eastern Europe and Germany, with the Dr Witt brand products, since according to Niewiadomski, "This brand name has positive associations everywhere and does not need to be adapted for sales on foreign markets." Thanks to the new brand Agros Nova will increase its stake in the domestic juice market by 1.2% to 22%. The company hopes that the sales of Dr Witt products will generate revenues of around zł.25 million this year. (Puls Biznesu, p. 10; Parkiet, p. 6) E.B.